The Integrated Model of Smartphone Adoption: Hedonic and Utilitarian Value Perceptions of Smartphones Among Korean College Students

Abstract

This study aims to propose an integrated model of smartphone adoption that incorporates social influences (SIs), perceived technicality, as well as hedonic and utilitarian attitudes into the technology acceptance model. The proposed model was empirically evaluated by using survey data collected from 239 Korean college students to investigate their perception and attitudes toward smartphone adoption intention. Our results show that users' attitudes and their adoption intention are highly influenced by SI and positive self-image. This implies that a smartphone is a symbolic product that can signal affiliation and enhance the users' status in a group. The results also indicate that hedonic enjoyment is equally important as utilitarian usefulness in predicting the adoption intention, and the two variables mediate the relationships between SI, positive self-image, perceived technicality, and the intention to use. Consequently, the results reveal that smartphones are convergent media that can be viewed as both task-oriented and entertainment-oriented devices.